The digital marketing workshop is the broadest-scope format I offer — designed for audiences that want more than a conference session but are not yet ready for a deep-dive into a single technical area like schema or technical SEO. It covers the landscape of digital marketing with enough depth in each area to be genuinely useful, not just introductory.

Who This Workshop Is For

The right audience for this format is a group where most participants have some digital marketing knowledge but no systematic framework for thinking about it. Small business owners who have been doing their own marketing by intuition. Marketing teams that have been executing tactics without a strategic structure. Sales professionals who interact with marketing output and want to understand how it is supposed to work. Business leaders who need to make decisions about digital marketing investment without being able to evaluate what they are being sold.

This is not a beginner introduction that treats participants like they have never heard of Google. It is a structured session that takes existing knowledge and organizes it into something more useful than a pile of tactics.

Workshop Modules

Search and visibility strategy: How search engines decide what to show and to whom, what has changed with AI-powered results, and how to think about organic search as a channel relative to paid search, social, and direct. We establish a clear framework for what search visibility is actually worth and why it is worth pursuing systematically rather than sporadically.

Website foundation: The technical and content requirements that determine whether a website does useful marketing work or just exists. Crawlability, indexation, page speed, mobile usability, and the structural signals that tell Google what the site is about. Participants audit their own sites during this section using free tools — not to become technical experts, but to know what to look for and ask for.

Content strategy and topical authority: The difference between publishing content and building a content strategy. How to map content to search intent, how to build topic clusters that signal expertise, and how to audit what you have and identify what you are missing. This section includes an exercise where participants sketch a content architecture for their own business or a client.

Schema markup and AI search: A practical introduction to structured data — what it is, why it matters more now that AI systems are generating answers from it, and what the most important schema types are for most businesses. Participants leave with enough understanding to have an informed conversation with a developer or agency about implementation, and enough hands-on practice to implement simple schema themselves if they choose.

Local search and Google Business Profile: For any business serving customers in a geographic area, this section covers what actually moves the needle: Profile completeness, review strategy, local schema, citation consistency, and how proximity and relevance interact in local results.

Measuring what matters: How to set up and read reporting that tells you whether your digital marketing is working — not just generating activity. What metrics are leading indicators versus lagging indicators. How to have honest conversations with vendors or team members about performance.

Workshop Format

The standard digital marketing workshop runs a full day — roughly six hours of instruction and exercise time with breaks. A half-day version is available for audiences that want a focused overview without the full depth.

Participants should bring a laptop. We work with real tools during the session: Google Search Console, Google Business Profile, the Rich Results Test, and PageSpeed Insights. Participants who come with access to their own site data get significantly more from the hands-on exercises than those who work with hypothetical examples.

I keep groups small enough to allow real interaction. If I cannot answer a question from a specific participant about their specific situation, the group is too big.

The Breadth vs. Depth Trade-Off

The honest trade-off of a broader workshop is that we cover more ground but do not go as deep into any single area as a specialized workshop does. If your audience has a specific acute need — schema markup, technical SEO, or a full-day deep dive into search strategy — a more focused session may be a better fit. See the schema markup workshop, technical SEO workshop, and SEO masterclass pages for what those look like.

For audiences where the goal is broad digital marketing literacy rather than deep expertise in a single area, this workshop delivers the best coverage-to-depth ratio.

What I Bring to the Room

I run Salterra Digital Services and teach live cohorts at SEO University. I co-host the SEOST conference in Chandler, AZ. The content of this workshop is not assembled from industry blog posts and presentation templates. It is built from what I actually do and teach, which means the examples are real and the advice is calibrated to what actually matters versus what just sounds good in a slide.

I approach the workshop as a practitioner explaining a craft, not a consultant selling a methodology. The goal is that participants leave with a clearer picture of their own situation — what is working, what is missing, and what to do about it — rather than a sense that they now need to hire me to figure it out.

For the full overview of training and speaking formats, visit the SEO speaker page.